Leadership and Marketing
Social cognitivism illuminates two of the most important processes in business, leadership and marketing, which turn out to have remarkable similarities. Effectiveness in both endeavors requires understanding cognitive and emotional mechanisms operating in the minds of individuals, and also social mechanisms by which thoughts and emotions are communicated. Both leadership and marketing require elicitation of multimodal semantic pointers that combine verbal, sensory, motor, and emotional information. Leaders and marketers all need to understand the emotional processes of their followers and customers by using theories of emotion (based on semantic pointers, not folk psychology) and modes of empathy ranging from verbal analogy to multimodal rule simulation. For employees and purchasers, emotion is a major contributor to motivations that produce intentions that lead to action.
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